4A's Jay Chiat Awards 2013

The key criteria for winning an award are a great strategic idea; a powerful, creative manifestation of the idea; and a clear link between the two. Entries from the following brands are not available for publication: Samsung Galaxy (Gold); Dove, mono, Gatorade, Kraft Macaroni & Cheese, New York City Ballet (Silver); Cisco, Prudential, Labatt Breweries of Canada (Bronze), Qualcomm Snapdragon, adidas, Gatorade, McCormick (Honorable Mention).

This case study describes how Temple University, based in Philadelphia, USA, used participatory social media, supported by other ad formats, to target potential students. View Summary

This case study describes how Temple University, based in Philadelphia, USA, used participatory social media, supported by other ad formats, to target potential students.

Higher education is a competitive industry, with an increasing number of providers and a dwindling number of potential students - in this campaign Temple University decided to distinguish itself from other universities by focusing on people - students, staff and alumni.

Research found that these people had a strong sense of pride in the organisation and their own achievements so a social media campaign was launched, with staff, students and alumni asked to use the hashtag '#TempleMade' to tag social content.

This content was then used across online, print, outdoor and television ads, with a new admissions website fed by Instagram.

A limited advertising budget was targeted at major media events such as the televised Presidential Debates, and to add authenticity to the campaign everyone who worked on the campaign was a Temple University alumnus.

Applications increased by 18% and accepted offers by 9%.

2

The New Museum: Recalling 1993

Includes video content

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Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, October 2013

This case study details a campaign by the New Museum, a contemporary art museum in New York City, which placed ads on pay phones and created an audio tour, to attract a mainstream audience. View Summary

This case study details a campaign by the New Museum, a contemporary art museum in New York City, which placed ads on pay phones and created an audio tour, to attract a mainstream audience.

Art museums in New York is a competitive industry, with many using famous artists and large ad budgets to draw crowds: neither of these were available to the New Museum.

This campaign focused on a new exhibition - 'NYC 1993' - which revisited art made or displayed in 1993 by artists who had no mainstream awareness.

Research found that people were interested in the events of 1993, which were widely viewed as a pivotal time for the city, presenting an opportunity to position the exhibition as a 'time capsule' of New York City in 1993.

The campaign was called 'Recalling 1993' and placed ads on pay phones (as a widely used technology in 1993) which told stories about famous people and events near those phones, as recorded by the people involved.

The campaign successfully increased attendance to the museum by 31%, generated earned media, and created buzz on social media.

This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias. View Summary

This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias.

Three target groups were identified according to their role and position in the hierarchy of the groups, and a comprehensive demobilisation and 'reinsertion' (into society) scheme promoted in different ways to each.

The campaign was built during the run-up to Christmas, as this is when the desire to demobilise is greatest, and each group was targeted separately - militias, foot soldiers, and commanders.

Militias, as city dwellers, were targeted through mass media including television and radio, with messages from former football players.

Foot soldiers were targeted with a 'follow the light' message which included billboards with ink that was visible only at night, and shafts of light cast into the sky to guide guerrillas out of the jungle.

Commanders represented the greatest challenge as they were more ideologically opposed to the government, so four well known ex-commanders invited commanders to demobilise, accessing the audience through radio, including public address systems placed in the jungle, and followed up by flyers, banners and billboards.

During the three months of the campaign 288 guerrillas demobilised, reversing the decrease in demobilisations to steady growth.

This case study describes a campaign by Asda, the supermarket chain in the UK owned by Walmart, that identified and helped mothers' pain points in order to increase sales. View Summary

This case study describes a campaign by Asda, the supermarket chain in the UK owned by Walmart, that identified and helped mothers' pain points in order to increase sales.

Research included an app to record activities throughout mothers' days, 'opinion parties' - a type of relaxed focus group, and validation through a national survey.

This approach allowed the pain points of mothers to be fully understood, and practical solutions created.

Innovations included a new shopping cart design for new parents, a new 'meal aisle', and a range of children's ready meals.

These innovations have contributed to a 0.5% increase in same-store sales, compared to the near 1% decline reported by the market leader.

5

IBM: A boy and his atom

Includes video content

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Best Practice

Jay Chiat Strategic Excellence Awards, Silver, October 2013

This case study describes how IBM, the technology company, created a short video to be released online that capitalised on an uplift in public interest in science, to promote the company globally. View Summary

This case study describes how IBM, the technology company, created a short video to be released online that capitalised on an uplift in public interest in science, to promote the company globally.

IBM no longer operates in consumer markets and was concerned that its lack of reputation would begin to affect its ability to recruit.

The brief was for something educational, that made people feel that they were sharing in a discovery, and was designed to be shared online.

The film and a range of collateral media were posted on IBM's Tumblr account.

It exceeded one million views in 24 hours and subsequently generated earned media coverage.

6

Cole Haan: Chelsea Pump campaign

Includes video content

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Best Practice

Jay Chiat Strategic Excellence Awards, Gold, October 2013

This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget. View Summary

This case study discusses a campaign by Cole Haan, a shoe brand, to reposition the brand to appeal to younger consumers, with a small media budget.

Cole Haan is established as a comfortable shoe maker that appeals to older people, but wanted to attract younger consumers to the brand.

A new product was developed, and following research was targeted at busy New York City dwellers who needed comfortable shoes through 20-hour days.

The campaign used the slogan 'Don't Go Home' across out-of-home ads, street dance performances in New York, and night time street stalls.

This was supported by utilisation of an unconventional medium: after-hours storefront rolling gates, at locations near bars, restaurants and subways.

Glow in the dark ink and black light made the ads stand out.

The ads featured appealing slogans that encouraged people to photograph them and share them on social media.

Late night street stalls encouraged people to share the campaign on social media, including through a Twitter hashtag.

The campaign effectively changed perceptions of the brand and increased engagement.

7

Vodafone Egypt: How to make small seem big

Includes video content

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Best Practice

Jay Chiat Strategic Excellence Awards, Grand Prix, October 2013

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture. View Summary

This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.

Rather than positioning this product as a cheaper version of pre-paid cards, Vodafone used the discovery that in Egypt, shopkeepers often substitute small change for low-value items, to position the micro credit recharge card as 'Fakka' - small change.

This positioning made micro charge cards seem higher value in comparison to the items often given in change.

Television ads were used to raise awareness of the product and the cards were distributed to small neighbourhood stores to make them easily accessible, with a design that allowed them to be stored in cash registers.

Average revenue per Vodafone user increased by 7%, and there has been a steady 10% increase in distribution of Fakka across the country.

This case study describes an emotional campaign by Allstate, the American car insurance company, to pass a new law for teen drivers which Allstate thought would reduce deaths. View Summary

This case study describes an emotional campaign by Allstate, the American car insurance company, to pass a new law for teen drivers which Allstate thought would reduce deaths.

Allstate had found that states which had introduced 'graduated drivers licensing' had teen death rates up to 40% lower than states which had not.

Allstate planned to take the best safe driving laws from across states, and combine them in a national bill: this campaign aimed to gather public support, get the attention of Congress, and ultimately lead to a change in the law.

Teen deaths were made more personal - instead of referring to 4,000 deaths a year the campaign talked about 11 deaths a day - and faces of teenagers were used in ads.

Congress-people were targeted through the print media they read with ads placed on the front pages, and as the vote approached an 11 page spread was placed in Politico, the news magazine.

Public support was mobilised through social media, with a Facebook app that allowed people to email Congress.

This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors. View Summary

This case study describes a campaign by Sport Club Recife, the Brazilian football club, to encourage fans to register as organ donors.

A club organ donor card was developed and marketed as a way to become an 'immortal fan', keeping their team spirit alive even after death.

Family authorisation is the biggest barrier to organ donation in Brazil, as people often do not discuss their wishes - the campaign and donor card helped to stimulate these important conversations.

The campaign featured people who were on the waiting list for organ transplants, and later on people who had received organs.

It was launched at a football match where players were accompanied onto the pitch by patients, and followed up with television, radio, outdoor and print ads, and social media was used to allow people to sign up for donor cards online, and share the campaign.

The campaign successfully increased registrations to donate organs, increased actual donations, and was featured in national news and blogs.

10

The Coca-Cola Company: Let's go crazy

Includes video content

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Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, October 2013

This case study examines an insight-led global campaign strategy that sought to re-establish Coca-Cola, the soft drinks brand, as an icon of happiness. View Summary

This case study examines an insight-led global campaign strategy that sought to re-establish Coca-Cola, the soft drinks brand, as an icon of happiness.

The brand has a long-standing positioning as an icon of happiness, but this is fragile and in order to maintain authenticity the brand needs to keep up with changes in the world.

Research found that people around the world feel sad and angry at the capability people have to hurt each other.

This campaign took the idea that people who help strangers are 'crazy', and celebrated local 'Crazy Masters' who are 'Crazy for Good'.

It started in Mexico and India, spread to further markets, and continues to do so.

This case study describes a campaign that coincided with the London Olympics 2012 by Procter and Gamble (P&G), the consumer products company, and defined the company as sponsor of mothers in the US. View Summary

This case study describes a campaign that coincided with the London Olympics 2012 by Procter and Gamble (P&G), the consumer products company, and defined the company as sponsor of mothers in the US.

P&G aimed to make the company more recognisable as the owner of brands that consumers were already familiar with, and therefore increase cross-selling opportunities.

Insight found that mothers enjoyed watching the Olympic Games, and felt more connected to athletes when they knew their personal stories: they saw them as someone's sons and daughters.

P&G's ads told a series of stories about how mothers' support and sacrifice had made the journeys of the athletes possible, and P&G's role in helping the mothers.

The campaign ran over 100 days, starting well before the Olympics with a social media debut, and building through different media such as television ads.

A series of documentary-style short films featuring athletes and their mothers were released through social media.

The campaign was P&G's most successful campaign ever, delivering over $200m in incremental sales.

12

P&G Luvs: Second time moms and the truth about parenting

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Bronze, October 2013

This case study describes how Luvs, a diaper brand made by Procter & Gamble, focused on marketing to second-time mothers in the US in order to position itself as the choice of experienced parents. View Summary

This case study describes how Luvs, a diaper brand made by Procter & Gamble, focused on marketing to second-time mothers in the US in order to position itself as the choice of experienced parents.

The value-priced Luvs was fourth in terms of value share within the US diaper category, with two premium-priced diapers making up most of the category.

To overcome low share of voice and negative quality of perceptions, Luvs decided not to try to occupy the same emotional ground as the premium brands - the joy and magic of newborn babies - and instead chose to show the comparison between first time mothers and the second-time, "experienced" mom.

The work was run online, with no TV buy, and increased value share from 8.9% to 9.6%.

Following the strength of the online campaign, the creative has been extended to television.

13

California Milk Processor Board: A bedtime story about milk

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver, October 2013

This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea. View Summary

This case study describes a campaign by the California Milk Processor Board (CMPB), a not-for-profit marketing organisation, which targeted Hispanics by reviving an old product usage idea.

The benefits of milk had already been well communicated and the breakfast-time milk market had been maximised, so this campaign revived the idea of a glass of milk before with the rational message of helping people to sleep better, and the emotional message of reviving a parent/child bedtime ritual with a glass of warm milk.

In many Latin American countries the end of children's television programming is marked by a message that tells children to go to bed: CMPB built on this by creating an ad that carried this message associated with milk to be aired on Hispanic television channels in the evening.

Bilingual bedtime stories with milk as a central theme were also developed and distributed for free through doctor's offices.

Facebook and mobile were also used, and blog coverage gained through delivering bedtime stories directly to 'mommy bloggers'.

A consumption study showed a directional increase of 7% following the campaign.

14

THPF: The Smoking Kid - A personal message to the smokers

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Gold, October 2013

This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking. View Summary

This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.

Previous efforts by THPF to promote a free stop-smoking hotline had yielded unimpressive results, and scare tactics and emotional cues were rejected for this campaign as they had proved ineffective in the past, with smokers now 'immune' to these messages.

The strategy of 'inside-out reflection' put smokers in a situation where their own voice served as the warning message.

A 'Smoking Kid' approached adults who were smoking in public places, and asked to borrow a lighter for their own cigarette - the people approached refused, and told the children why smoking is bad.

These approaches were filmed and then placed on social media, where they were widely shared and blogged about, and gained coverage in international media outlets.

This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it. View Summary

This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it.

Village Voice had a history of capturing the uncensored voice of the city, and so invited people to submit real, everyday stories about life in New York to a website.

The magazine was experiencing decline as a result of the development of the internet and so needed to innovate.

Recognising that people enjoyed commenting on articles and being part of the narrative led to inviting them to submit pieces to a competition.

Ads promoted the competition, and artists were commissioned to create limited edition prints that depicted some of the stories.

The best stories were woven together to create a sold-out crowdsourced play, with some of the profits donated to charity, further enhancing the brand's reputation.

This case study describes a campaign by The Contributor, a not-for-profit newspaper distributed by homeless people in Nashville, US, to change perceptions of the paper. View Summary

This case study describes a campaign by The Contributor, a not-for-profit newspaper distributed by homeless people in Nashville, US, to change perceptions of the paper.

The newspaper wanted to help people get off the street by helping them into employment, but having no home address created a significant barrier.

Homeless people buy copies of the newspaper which they then sell on, within a model that encourages competition and entrepreneurship.

People saw buying The Contributor as just a way of donating money, and saw homeless people as helpless and incapable, so the campaign sought to change perceptions towards sellers of the newspaper being 'small business people'.

Ads were placed in the areas consumers were likely to come across vendors, focusing on outdoor and transit and ads voiced by vendors were broadcast on drive-time radio, and the back page of the newspaper was used as part of the campaign throughout.

As a result of the campaign circulation rose by 30,000, donation income quadrupled, and earned media was generated.

17

Sprite Cricket Stars

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver, October 2013

This case study describes a campaign by Sprite, the soft drinks brand, in the United Arab Emirates (UAE) which targeted low-income labourers with a campaign based around cricket. View Summary

This case study describes a campaign by Sprite, the soft drinks brand, in the United Arab Emirates (UAE) which targeted low-income labourers with a campaign based around cricket.

The target group viewed fizzy soft drinks differently to other consumer groups: regarding them as an affordable energy source, often consumed around lunchtime.

To overcome the difficulties of targeting this group - who were largely illiterate, spoke nine different languages, and did not have access to the internet - Sprite created a cricket tournament.

This gave labourers a chance to participate in an inter labour-camp cricket tournament which was heavily branded by Sprite.

This approach reached over 150,000 labourers, increased brand metrics and purchase intention, and had a positive social effect on the target group.

This case study describes a campaign by Three, the mobile network company in the UK, which utilised a creative, emotional strategy to engage consumers with the brand through a viral video and customisable content. View Summary

This case study describes a campaign by Three, the mobile network company in the UK, which utilised a creative, emotional strategy to engage consumers with the brand through a viral video and customisable content.

The industry tended to advertise deals and features, and this, combined with insight that suggested mobile sharing was becoming more carefree, led to the idea of 'celebrating the silly stuff'.

The insight that mobile sharing is largely "phatic" - done to maintain social bonds - was used to create content that was silly and made people happy.

The creative execution was a moonwalking pony video, which gained over six million YouTube views, and a customisable pony app, both with minimal Three branding.

The case study also describes the approach to ad testing taken, which focused on emotional response and predicted that the pony concept would resonate well with consumers.

19

Axe: Fear No Susan Glenn

Includes video content

Recommended by Warc editors

Trends

Best Practice

Jay Chiat Strategic Excellence Awards, Silver, October 2013

This case study describes how Axe, the body-spray brand, targeted young men in the US by repositioning the brand with more mature, relevant messaging. View Summary

This case study describes how Axe, the body-spray brand, targeted young men in the US by repositioning the brand with more mature, relevant messaging.

Axe was losing market share, particularly amongst younger consumers, who did not believe body-spray was an important addition to their grooming routine.

Insight suggested that teenagers were striving to seem more mature at an ever younger age, and brands that embodied this aspiration would be more likely to succeed.

It was found that Axe's brand message was less relevant to these consumers and so they were detaching themselves from the brand at an earlier age.

The campaign built on the brand's message of attracting women, but with a more mature message that promised to help consumers get 'the' girl, using the example of one girl - Susan Glenn.

The campaign was seeded on social media and followed by the launch of a television ad and led to the Axe value share increasing by 20bps.

This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media. View Summary

This case study explains how Star Plus, an Indian television channel, promoted a social change television program by making its celebrity presenter core to advertising, and sustained interest in the series through social media.

The challenges faced by the program were: social programming is not thought of as entertainment by consumers, it handled disturbing issues on a Sunday morning, and it was in competition with a popular entertainment show.

The program had the initial draw of being hosted by a famous film-star making his television debut, Aamir Khan, but needed to maintain good viewing figures throughout the 13 part series.

Insight suggested that people had become immune to the bad things happening around them, and so the campaign sought to engage people's hearts.

Television ads (which were also placed online) featured Aamir Khan rebutting reasons why people would not watch the program.

Engagement with the program after the first show was sustained through social media engagement, including polls, forums and video uploads.

The 13 part series generated 513m viewers, compared to its main competitor's 430m.

This case study explains how Pampers, the baby products brand, targeted Hispanic mothers in the US with an emotional brand message. View Summary

This case study explains how Pampers, the baby products brand, targeted Hispanic mothers in the US with an emotional brand message.

The brand's main competitor enjoyed higher recognition with Hispanic mothers as it was dominant in Mexico.

Previous functional messages had garnered little progress and so an emotional campaign was developed: Pampers positioned itself as part of the family's future in the US, rather than their past.

Research suggested that Hispanic mothers were afraid that raising their children in an environment unfamiliar to them would hinder their ability to relate to their children, and so Pampers used music, as a type of cultural heritage, in the campaign.

The campaign included a live classical music event for pregnant women that featured Hispanic lullabies and classical versions of songs the mothers grew up with, this was promoted through social and digital, and streamed online.

The campaign successfully increased brand equity and is now becoming an annual event linked to the brand's charity efforts.

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